Marketing Final Exam - Tsevdos 1 Evangelos Tsevdos Greco...

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Evangelos Tsevdos Greco Marketing April 28, 2010 (1) What was the “marketing strategy” crafted by Apple when it introduced the “tablet”? Apple’s marketing strategy for the iPad is interesting considering that Apple remained very quiet about releasing any detailed information regarding the iPad before its official launch date. Kotler defines marketing strategy as “the marketing logic by which the company hopes to create customer value and achieve profitable relationships (Kotler 48). The marketing strategy that Apple used in marketing their iPad is different to the strategy applied by most companies before a new product is released. Many companies often release prototypes of products and therefore talk about the product in depth before its official launch date. However, in its marketing strategy for the iPad, Apple did the exact opposite. Steve Levy, a senior writer at Wired states that “with Apple, they say nothing, build the suspense and then say: ‘Here it is. You may discuss’’(Carr, A Savior ). Although most companies could not employ such a strategy, Apple’s reputable name and ability to create trust allow them to employ such a strategy. Therefore, Apple’s marketing strategy is genius; it causes journalists to scramble for any information available, building suspense as time elapses and creating more buzz through word of mouth. As a result, Apple created free publicity as publishers tried to push iPad related news in their technology section to keep up with the latest trend. Furthermore, it is believed that Apple also leaked information regarding the iPad Tsevdos 1
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in order to aid in building such suspense. John Martellaro, a former senior marketing manager at Apple, reported that when a new product was about to be released in the past, he was asked by a senior executive to speak with a “trusted friend at a major outlet” and to “idly mention this information and suggest that if it were published, that would be nice. No emails!”(Carr, A Saviour ). Therefore, it is believed that Apple possibly utilized a controlled leak, which allowed them to build up buzz about the iPad without even officially saying a word. Apple did release the iPad product to a small “inner circle”(Hudson) of tech columnists on April 3 rd in order to publish reviews. However, Apple did not give the two most popular gadget sites on the Web, Engagdget and Gizmodo any iPad units. There has been speculation that Apple was worried that Engagdget and Gizmodo would give the iPad bad reviews, and therefore Apple refrained from releasing it to them. According to Joe Wilcox at Beta News , Apple “seeks to maximize the impact of [its] reviews, which it can only hope will be positive, by choosing respected reviewers.”(Hudson). There clearly appears to be some sort of a “quid pro quo marketing strategy”(Hudson) employed by Apple. It is highly unlikely that the selected few reviewers will write a negative review, as Apple will simply choose someone else the next time they decide to release a hot and mysterious product into the market. Apple
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